Chipmakers and suppliers are investing in an emerging semiconductor category called "system on a chip" as the importance of software and electronics in vehicles rises exponentially. System on a chip allows multiple vehicle functions to operate on a single chip instead of having those functions split among different sets of electronic control units. The technology's potential will reduce the number of electronic controllers a vehicle must carry, meaning less manufacturing cost and complexity. Semiconductor manufacturers and technology companies including Qualcomm, Nvidia and Intel are among those aggressively investing in system on a chip. Traditional automotive companies such as German supplier Continental are also getting into the game. Earlier this year, Continental and system on a chip developer Ambarella entered into an agreement to develop new systems for self-driving technology.